This course focuses on technical, mobile and social strategies for increasing site traffic. Learn how to build SEO for international audiences through content localization, global team alignment and optimizing for local search engines. Discover techniques to optimize mobile-friendly websites, get mobile apps discovered, and leverage social media to drive organic SEO traffic. You will also learn how to identify key SEO metrics and collect, interpret, validate, and report success to your clients and stakeholders.

HN

This course was very helpful. The websites and plug-ins mentioned for analyzing a site's SEO are more than valuable.

NW

Sep 21, 2017

Filled StarFilled StarFilled StarFilled StarFilled Star

I would say the peer review project should have been the data related subject but still ok.

From the lesson

Identify Metrics to Drive Performance

Welcome to the final module in this course. In this module, you will discuss the concepts to measure key metrics and conduct data analysis to bring value to stakeholders. You will recognize and use practical tips to quantify success, overcome common mistakes, and resolve data analysis errors. You will explore various tools and analytic packages, then use these to measure what matters. You will begin to use advanced analytics to drive business, and be shown how to analyze data reports to increase revenue. You will also discover enterprise-level platforms that enhance performance. All of this comes together to help you make sense of today’s data to provide future insights for yourself and your stakeholders.

Taught By

Dave Lloyd

Senior Manager, Global Search Marketing

Transcript

Welcome to this data and reporting lesson. In this lesson, we'll cover the why, what, and how of web metrics. You've heard the term big data? Big data isn't about having more data, it's about getting to the essence of what matters and ultimately delivering insights. We'll cover specific questions that you'll need to really answer and understand as you handle the data available to you. So let's get started. In this lesson, you'll learn about the key questions to assess with analytics, why actionable reporting matters, and what measuring impact to the business really means to your stakeholders. Let's consider metrics. What's the real point? It's about finding data that is pertinent to your business objectives. The point is to identify the data that matters most, and recognize patterns and anomalies so that you can execute on those insights. It's not necessarily about having more data, but making sense of data you can access today, then gathering data as you need it to provide deeper insights for the future. Let's get more specific. Your present data refers to two time periods; past and future. In the past, focus on these key things; what did we do? Is that good or bad? Then, should we do more or less of that, and what does it mean? Projecting into the future, you determine what you should do differently because of insights from the past. Do we have a forecast or guidance that's useful in directing a client's expectations? When will we provide an update on progress, measuring current work against future goals? There are several ways to tackle making sense of data. I recommend asking the classic questions; who, what, why, where, when, and how. Let's consider each in turn. Who will gather the information? Who will analyze it? Who will you share it with? These are not trivial questions because your ability to provide more value is diminished if you don't have the people in place to help gather, assess, and report out on the data. What is the risk if you don't provide data? What if metrics aren't possible? What if the team lacks the skill to deliver on the data? What can you do to impact change using the metrics that matter most? Why. Why are we doing what we're doing? Are we prioritizing the right areas? Do we have the metrics to support the questions we're trying to access? Where. Where might you be, out of compliance or not following best practices? Where do you find the metrics? Where do you store them? Do you keep things in email? Do you create a dashboard? Where do you look for historical data, and where do you look within big data to find the insights you'll need for reports? When. How often will you count the data? When will you distribute what you share? When you count weekly, monthly, quarterly, or annually may differ from how often you will distribute the data. Finally, how. How will you distribute or share what you have? Most importantly, how will you act on or encourage clients or other teams to act on the data based on your insights? This whole area of reporting analytics and data comes down to a few basic things. You need to clarify the platform that you will report out on. You should pick key performance indicators as metrics aligned with stakeholder or client's goals. Then make sure you can measure the impact of those metrics that you've determined to be most important. Once you have those concepts in place, your reporting will be more actionable, your insights more useful, and the better off you'll be.

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